Caffrey's updates identity to target lager drinkers
Molson Coors has launched a new brand identity for Irish Ale brand Caffrey’s as it targets lager drinkers.
The brand has been re-designed by Landor Associates to engage with a ‘lost generation’ of ale drinks, with the new identity design extended across primary and secondary packaging, as well as glasswear and fonts.
Nathan Haigh, brand director for Caffrey’s, commented: “Caffrey’s possesses a latent energy in the brand that is there to be reinvigorated and help shake up the category once again. It has a smooth taste profile that we know consumers enjoy. We have given Caffrey’s a new lease of life visually and see the brand as being at the forefront of innovation within a stagnant category.”
Ben Marshall, creative director for Landor Associates commented, “Caffrey’s has a unique energy and movement in a beer that delivers a light and smooth taste. We sought to demonstrate this unique combination, deliberately shunning traditional ale design language in favour of a contemporary expression. The Irish knot has been brought to the fore across all communication, it not only promotes the brand’s strong Irish heritage, but also its smooth product flow and the social connections that Caffrey’s is renowned for.”
Richard Taylor, client director for Landor Associates, added, “The ale category has been underinvested in for over a decade, Molson Coors’ commitment to re-igniting it points to a positive future that builds on the resurgence of microbrewery ales now established in the mainstream.”